Alfa Romeo F1 team enters streaming world with Kick partnership

Swiss team's new title sponsor Stake linked with streaming platform.

The Alfa Romeo Formula One team have announced a partnership with streaming platform Kick.

Contract:

  • Kick branding will feature 'prominently' on the bodywork of Alfa Romeo's cars
  • An activation programme featuring drivers Valtteri Bottas and Zhou Guanyu will be unveiled in due course

Context: This marks two sponsorship acquistions in quick succession for the Swiss team, having secured a three-year ‘AUS$140m’ title partnership with online casino brand Stake.

Comment: Alessandro Alunni Bravi, managing director of Sauber Group, said: “A streaming platform and a Formula One team share some key elements: we both talk with young, engaged audiences that demand attractive content and that are very discerning when it comes to what they consume in the digital world. Kick’s plans for the new season are incredibly exciting and we are proud to be working with them: it will also be a way for our team to reach out to new audiences and bring them in the growing fold of Formula One fans.”

Consequence: Kick is a relatively new streaming platform, having only been set up in October 2022. Notably, this was the same month that Twitch, the largest streaming platform in the world, opted to ban gambling streams on its site. Even more interesting is that this new streaming site is allegedly owned by Stake, the team's new title sponsor.

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